• How a train ride led to a healthier beer, and why community is the secret sauce 🍻| Harvey Armstrong & Sam Holmes (Prime Time)

  • Dec 8 2024
  • Length: 56 mins
  • Podcast

How a train ride led to a healthier beer, and why community is the secret sauce 🍻| Harvey Armstrong & Sam Holmes (Prime Time)

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  • 📺 Watch the full episode on SubstackSam Holmes and Harvey Armstrong’s journey from a chance train encounter to launching Prime Time is a masterclass in friendship, resilience, and the power of building in public.Known for their stint on Made in Chelsea, Sam and Harvey brought their entrepreneurial journey to life on-screen and social media. This authenticity not only earned them a loyal fanbase, but also helped them raise over £1 million through crowdfunding, turning fans into investors.It all started on a train with a shared 24-pack of beers. Years later, motivated by a love of beer and a vision for a sustainable lifestyle, they launched Prime Time, a low-calorie, gluten-free, vegan beer with a caffeine kick. But the path wasn’t easy. Just as they were gearing up for a major festival, their first brewery partner went bust. Instead of folding, they quickly pivoted, found new partners, and kept the dream alive.Today, Prime Time is available in pubs, bars, and Waitrose supermarkets across the UK, proving that with the right mix of grit, collaboration, and community, even the boldest dreams can become reality.🔗 Find Harvey on LinkedIn, Instagram and Sam on LinkedIn and InstagramSome takeaways from Harvey & Sam’s interview:1️⃣ Embrace serendipityGreat ideas often come from the unexpected. Sam and Harvey’s chance meeting over a 24-pack of beers on a train proves the power of being open to new connections and opportunities.2️⃣ Innovate with purposeTo stand out, solve real problems. Prime Time isn’t just another beer — it’s crafted for today’s health-conscious drinkers, offering low-calorie, gluten-free, vegan, and caffeine-infused options that hit the mark.3️⃣ Stay resilientChallenges are part of the journey. When their brewery partner collapsed during the pandemic, Sam and Harvey quickly pivoted, secured new partners, and kept Prime Time on course.4️⃣ Build in publicTransparency builds trust. By sharing their story on reality TV, social media, and involving their community in crowdfunding, Prime Time transformed fans into loyal supporters and brand advocates.In this episode we cover:00:00 Introduction to Sam Holmes and Harvey Armstrong03:16 A Chance Encounter: How It All Began05:10 Crafting a Healthier Beer: The Vision Behind Prime Time07:24 From Idea to Product: The R&D Journey09:34 Overcoming Setbacks: The Production Challenges12:50 Scaling Through Outsourcing: Lessons Learned14:35 Navigating Fundraising: Bootstrapping to Crowdfunding18:09 The Differences in Funding: Private vs. Crowdfunding21:41 Marketing and Activations: The Co-Founders' Approach23:26 Defining Roles: The Co-Founders' Dynamic25:29 Building the Team: Hiring for Culture and Fit30:18 Work Culture: Balancing Office and Remote Work32:35 Expanding into Supermarkets34:42 Navigating the Supermarket Landscape36:24 Facing Competition and Imitators38:05 Learning from Industry Giants39:50 Maintaining Focus and Productivity44:21 Continuous Learning and Networking48:23 Sacrifices on the Entrepreneurial Journey51:04 Vision for the Future53:40 Advice to Younger Selves📢 To sponsor the Millennial Masters podcast, get in touch on promo@millennialmasters.net.🎙️ Know someone who I should interview for the podcast? Email me on daniel@millennialmasters.net Get full access to Millennial Masters at millennialmasters.net/subscribe
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